'E-commerce map is convenient, the store to find experience', this is a summary of many people for the current e-commerce and store sales channels of the two models. When the e-commerce is no longer so mysterious, it is no longer just after the price to win, the store's consumption Experience has become a key point for many consumers to shop, and businesses are also more focused on the impact of physical consumer experience on consumer purchasing decisions, and have increased the shopping experience of physical stores.
At this year's launch of the Suning '4·18′′ shopping festival, the market research company Yikang released a summary report on recent consumer trends, showing that the current e-commerce platform has become stable, but the physical store has appeared a certain amount of time. The “return tide” means that the shopping experience that can be felt lively makes consumers feel 'more reliable'. Especially for relatively cold appliances, digital 3C consumer electronics is more fun to play with. Sex.
Even if it's just 'playing and not buying', businesses don't matter. Perhaps, in the eyes of the business, 'playing and playing, they (consumers) will buy...'
Real machine experience, fun and delicious to enhance the purchase experience
With more and more shopping channels, consumers can accumulate enough shopping experience. Choosing a product should not only compare features, prices, and purchase channels, but also compare. For mobile phones, digital 3C consumer products Words, experience the real machine, feel, texture, sense of control is very necessary. In contrast, the shopping of large appliances seems to be difficult. But with the change of sales concept, experiencing the activities of large appliances has become normal. Various types of kitchen appliances are good things for people who want to eat food, and those who have baked food want to feel the pleasure of doing food. For each festival, many family and family activities in home appliances stores attract many children. And parents' attention; During the Mid-Autumn Festival, teaching consumers to make homemade moon cakes is also very common in the store.
In particular, it is worth mentioning that artificial intelligence will be the next outlet of the home appliance industry. The proportion of smart home appliances is increasing, and consumer experience requirements will become more and more urgent. Many smart air purifiers, smart air conditioners, and smart Mirrors and other intelligent connected electrical products, if not actual experience, will be very rigid and not lively enough to be convinced by consumers.
Manufacturers join hands to introduce intelligent home appliances, Internet of Things technology links, intelligent scene experience and full chain services to create an artificial intelligence ecosystem with the “hardware + internet of things + scenario + service” model. In the beginning, Gome stores have introduced smart devices such as virtual reality VR, as well as home improvement design experience, as well as new consumption scenarios such as baking classrooms and photography classes. Free WiFi is provided in the store, and online and offline channels are fully accessible to open up channels. The integrated omni-channel shopping experience of home appliances, home improvement, home furnishings, furniture, and home services. The intention is very clear. It is intended to increase the shopping stickiness of young consumer groups and cultivate new consumer demand in the experience.
Physical stores, transformed consumer experience hall
It is based on the consideration of the consumer shopping experience that physical stores are changing from previous product display to various interesting consumer experiences and transformed into an experience hall model. Samsung recently opened a high-end experience hall in Tianhe City, Guangzhou, in addition to displaying various In addition to products, we have enhanced our interaction, especially creating galleries that are dynamic and adorable. We can use our cute shooting function in our mobile phones to create our own personalized expression packs and send our own expression packs to friends to make them feel different. Expression experience.
For a comprehensive home appliance store, the physical store's upgrading has begun to surpass the previous category of simply 'home appliances.' Gome released a 'home-life' strategy last year. The store's physical stores create 'home appliances + home improvement + home' “Home Service + Home Finance”'s full range of multi-angle service experience stores will gradually realize the themes of themes, integration, and specialization, adapt to various life scenarios, create different themes, integrate products and services, and provide specialized services. Shopping guide. In other words, you can play in the store and you can experience the purchase. This kind of first experience, after the way of consumption, is recognized by more consumers.
Future physical stores and experiential shopping will also develop in depth. Gome and Suning have begun to deploy community life stores in addition to building large shop experience stores, forming online platforms to cover different types of stores under the line, enhancing service experience penetration. These stores also bring the functions related to e-commerce logistics and distribution, which can more easily reach consumers and become the last ten kilometers of e-commerce service. The store can also be used with other home appliance brands, or love recovery, chain homes. Relevant related home appliances recycling, real estate services combined, bundled into a value community, and ultimately is expected to provide a cross-channel, seamless, 24-hour shopping experience.